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Leo Burnett

Core disciplines: Advertising/Creative, Creative production, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2016

Putting cereal back on the nation's breakfast table with a contemporary approach for Kellogg's. 


Kellogg’s needed a radical overhaul of its approach to brand support, communications and its relationship with its consumers.   It was struggling to maintain share and sustain support for a wide portfolio of brands in a declining category, buffeted by changing breakfast habits and was over-reliant on ‘traditional’ TV campaigns.


We now work with Kellogg’s on the development of ‘Commercial Ideas’ that have participation at their heart. They are defined not in terms of what the brand will say, but what it will do to affect consumer behaviour to solve business problems. They are executed in an agile, ‘test and learn’ fashion, informed by continuous data analysis. 


We have recently brought Kellogg’s Corn Flakes back to the heart of British life by inviting the nation to share their ‘perfect bowl’. Real people enthusing about their favourite ways to eat them has provided the source material for kicking off and curating the debate and, shared so far via TV and online, has already prompted hundreds of thousands of responses via social media. The first week of the activity also saw sales uplifts of 20-30% in the major supermarkets – well ahead of projections. 

 

Leo Burnett

 

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